Bud Light has had a string of successful advertisements in recent years, but none seem to surpass their current advertisement best known as “Dilly Dilly.” When an advertisement is being talked about on a daily basis, regardless of the content, you know you have yourself a winning formula. Bud Light may love for you to talk about their brand, but they don’t want you stealing their ideas.
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A Minneapolis brewery called Modist Brewery Company found themselves in a bit of hot water after it was discovered that they called one of the beers they sold “Dilly Dilly.”
The trademark slogan required Bud Light’s parent company, Anheuser-Busch InBev, to take action and send a cease and desist letter. Instead of sending some boring old letter, the company sent a man in medieval garb to read the letter to the reported 200 people who were inside the brewery at the time.
The man read: “Hear ye, hear ye!” he began. “Dear friend of the crown, Modist Brewery Company, congratulations on the new brew: Dilly Dilly Mosaic Double IPA …” the man read. “We are duly flattered by your royal tribute. However, ‘Dilly Dilly’ is the motto of our realm. So we humbly ask that you keep this to a limited addition one-time-only run. This is by order of the king. Disobedience shall be met with additional scrolls, then a formal warning, and finally, a private tour of the pit of misery.”
At least Bud Light can find humor in their trendsetting ad and actually use it to warn people that they could otherwise sue.
According to The Chicago Tribune, the owner of the bar Kale Anderson had no idea the term was trademarked until a couple of weeks ago, but at that point, he decided to roll with it.
“But then we said, ‘Screw it, let’s see what happens.’ And that’s what happens,” he said. Anderson said he has had plenty of cease and desist letters in his time but nothing as creative as this one.
The bar plans to hang the sign that the messenger read from to commemorate the occasion. For anyone who has yet to see the commercial (not sure how that is possible), then check out the commercial below.